ANATO Tourism Showcase consolidated Colombia as the epicenter of tourism in Latin America with 56,000 professionals from the sector

With an 8% increase in professional visitors compared to the previous edition, the 2026 Tourism Showcase surpassed 56,000 attendees over its three days, solidifying its position as the most important professional tourism event in Latin America. The 45th edition concluded with 26,914 scheduled business appointments, representing a 13% increase and reflecting the sector's commercial dynamism and confidence.

“We have successfully concluded another edition of the Showcase. This is not only a great achievement for the industry, but it also demonstrates the commitment of an entire sector that is driving tourism to become an increasingly strong pillar of our country's economy,” said Paula Cortés Calle, Executive President of ANATO.

The event featured over 1,600 exhibitors, including travel agencies, technology providers, assistance companies, hotels, cruise lines, car rental companies, and tour operators from more than 45 countries.

This edition also strengthened the international component with the Hosted Buyers strategy, bringing together businesspeople from the United States, Vietnam, Morocco, Poland, the Czech Republic, and Turkey, who learned firsthand about Colombia's tourism potential, explored new business opportunities, and established strategic alliances with exhibitors.

The participation of the National Government reaffirmed the importance of public-private collaboration for strengthening the sector. This year's event was attended by the Ministry of Commerce, Industry and Tourism, Fontur, and ProColombia, strategic partners in its organization. For his part, the Vice Minister of Tourism, Sebastián Sánchez, emphasized that tourism is a fundamental sector that fosters unity, highlighting its resilience and warmth. The ANATO 2026 Tourism Showcase also hosted the 19th edition of Colombia Travel Mart, the business matchmaking event organized by ProColombia.

"The resounding success of Colombia Travel Mart 2026 was the result of a joint and coordinated effort with ANATO. By joining forces, we ensured that the Tourism Showcase was not only an exhibition space, but also the most powerful business engine in the region. We took advantage of this grand stage to show the world that we are the 'Country of Beauty,' attracting buyers from 35 countries, including emerging markets such as Finland and Singapore. Exceeding 2025 expectations by 8% was a clear sign that when the industry and the government work together, international confidence in our sustainability and cultural offerings skyrockets," stated Carmen Caballero, president of ProColombia.

“We are confident that the 45th ANATO Tourism Showcase demonstrated to the country and the world that Colombia is ready to consolidate its position as a competitive, sustainable, and innovative destination, where Travel and Tourism Agencies continue to be the bridge connecting opportunities, territories, and experiences. This edition reflected the industry work we have built with commitment, demonstrating that tourism is an engine of development, employment, and confidence for the country,” concluded Paula Cortés Calle.

It was also confirmed that the 46th edition of the Showcase will take place on February 24, 25 and 26, 2027.

Source: Anato.